Internal Security Forces / Abaad - "Anghami vc" by PHNX Awards 2020
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| Title | Anghami vc |
| Agency | Impact BBDO |
| Campaign | Violence Cover |
| Advertiser | N/A |
| Brand | Internal Security Forces / Abaad |
| Date of First Broadcast/Publication | 2020 / 1 |
| Product | Anti-domsetic-violence |
| Story | Paul Shearer - Chief Creative Officer Sarah Berro - Creative Director Marie Claire Maalouf - Creative Director Ben Griffiths - Associate Creative Director Noor Hassanein - Strategic Planning Director Ali Rez - Executive Creative Director Melissa Chamoun - Copywriter Georges Josh Rouhana - Sound Designer Jad Shwery - Head of production |
| Length | |
| no matter how violent and dangerous they get. | In Lebanon, it was legal for men to domestically abuse their wives until 2014. It took 29 deaths to change that. Now that it’s illegal, ISF (Internal Security Forces) wanted to raise awareness about their helpline for cases of domestic abuse; and encourage people to report them, rather than covering them up. The objective was to create a powerful campaign that changes people's mentality that domestic arguments are a private matter between a man and a wife |
| in order to create a similar effect that a child experiences in a violent household. | Our idea was to layer recognized music tracks with sounds of domestic violence |
| they turn to distractions. Like Music. Our strategy was to place the audience in the place of the child that is using the music to cover up the abuse in his households. | We knew that in cases of domestic abuse, often the impact of the violence extends beyond the physical victim. So we turned to the other victims in the family, the ones who bear witness as a helpless audience. The kids. We found out that most children, to isolate themselves from the problem |
| the most popular music platform in the region. | Using data from Anghami, we picked 4 of the most listened to tracks and turned them into something haunting. By embedding real stories of domestic abuse into the songs and remixing real sounds of violence into the beat and percussions, we created song covers that made sure the issue of domestic abuse in Lebanon, could no longer fall on deaf ears. The campaign was launched on February 1st for two weeks on Anghami |